The B2B Growth Agenda
Our global survey of 1,000+ commercial leaders across 15 sectors found that, despite unprecedented volatility, companies expect a return to growth by the end of 2024. How are leaders reinvigorating their growth agendas? Where do they see the most promising opportunities? How will they minimize risks? See below for more details on these and other critical elements of the B2B growth agenda.
Key Findings from Our Growth Survey
Growth rate for winners versus sector averages
Expected revenue growth, winners versus laggards
Expected S&M budget increase, winners v. laggards
Frequency of scaled AI use cases winners v laggards
Great (Growth) Expectations
Great (Growth) Expectations
Only four of 15 sectors achieved their target growth rates in 2023, yet most commercial leaders have a positive outlook for 2024: 85% of those we surveyed say they expect a return to growth in 2024. While the most valuable levers for growth vary by sector, our survey and client conversations point to four big themes that are top of mind for every B2B leader.
Four Focus Areas for B2B Leaders in 2024
Four Focus Areas for B2B Leaders in 2024
How does this shape my business' 2024 growth agenda?
How does this shape my business' 2024 growth agenda?
Our survey revealed several practices that separate winners from the rest of the pack. Leading companies were more likely to:
- Prioritize top-line growth over passing through full cost increases to customers
- Elevate responsibility for commercial productivity to the executive level
- Deploy more generative AI use cases and achieve higher cost efficiency within their sales/marketing organization
Looking ahead, winners plan to build on their current advantage by:
- Increasing their sales & marketing budgets, but with revenue growth expected to far outpace that increased spending
- Invest in technology over human capital
- Improve pricing yield with a combination of pricing model/list price changes and tighter discount guidance
